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Gluten Free- 2015

  • January 2015
  • -
  • Natural Marketing Institute

NMI KNOWS Gluten Free CONSUMERS... The Industry’s most comprehensive report on the gluten-free food/beverage marketplace!

- Do you know that nearly half of the general population have used gluten-free foods/beverages in the past year; usage is now higher than ever!
- What categories had the highest gluten-free launches over the past 15 years (January 1999 to October 2014)?
- How do you retain your consumers when a solid portion of Gluten-Free Users are classified as ‘Gluten-Avoiders,’ they’re avoiding, but not eliminating gluten?
- Who are your REAL consumer targets for gluten-free?

Minimize the expensive guesswork - Maximize your time and ROI with Trends, Insights, and strategies for optimizing your brand opportunities in 2015

- Validate your ideas, USP, product intro’s, and more
- Customize your trade and consumer advertising campaign positioning and messaging
- Enhance your Marketing Campaign and trade presentations with valuable insights
- Empower your organization, impress your customers

Gluten-Free 2015 is a ground breaking study that seeks to uncover and quantify the attributes and benefits that would provide longevity to this market sector.
Despite only a small percentage of the population having Celiac Disease or gluten intolerance, going “gluten-free” has become all the rage. Within NMI’s Health and Wellness Trends Database®, a significant increase in household penetration of gluten-free products has been observed. Not only is this among consumers who have medical need, but the largest portion of users is among consumers who are early adopting leaders in the healthy foods market, the WELL BEINGS®, as well as a group referred to as FENCE SITTERS®, the healthy ‘Wannabees.’

The intent of this report is to provide a solid overview of where the gluten-free food/beverage marketplace stands, while investigating how to increase household penetration of Gluten Free products by:

1. Understanding motivations beyond Celiac and Gluten Intolerance
2. Uncovering new product opportunities across categories
3. Understanding who’s buying what gluten-free categories
4. Determining attitudes and needs that will foster longevity

3-Phase Project Methodology

Each phase included overlay of NMI’s health and wellness segmentation model – Now with 16 years of annual tracking, 93% predictive accuracy, and overlay into all Nielsen products for additional insight.

Phase 1: NMI Database and Health & Wellness Segment Insights—Over 7,000 Interviews!

- Target consumer profiling as well as attitudinal and behavioral metrics gleaned from NMI’s Health and Wellness Trends Data (HWTD) (n=3000+) and NMI’s Lifestyles of Health and Sustainability (LOHAS) database (n=4000+).

Phase 2: Nielsen HomeScan Health and Wellness Segment Insight – 50,000 households!

- NMI’s Health and Wellness Segments overlaid with Nielsen HomeScan data provide segment contribution to volume and frequency across gluten-free categories, identification of opportunistic categories and need states within the gluten-free food/beverage market.
- Overviews on over 25 categories are provided herein

Phase 3: Attitude and Usage Study that analyzed the following groups:

- 1,004 Gluten-Free Users, balanced on key demographics: age, gender, race and income
- 223 Non-Gluten-Free Users (never used)
- 97 Lapsed Gluten-Free Users (used, but not in past year)
- Other key groups analyzed: Celiac/intolerant; heavy vs. light GF users; health issues and medical conditions
- Uncovers motivations to use – medical vs prevention vs weight loss and other; occasions, HH need states, benefits sought, brand attributes and loyalty, sources of information and more.



Table Of Contents

Gluten Free- 2015
Project Methodology/Objectives and Definitions
Introduction and Executive Summary
Overview: State of the Gluten-Free Food/Beverage Market
Gluten-Free Food and Beverage Usage, Trended
Global and U.S. Gluten-Free Food and Beverage Product Introductions
Global and U.S. Specific Category Introductions
Top Gluten-Free Categories by Dollar Volume and Household Penetration
NMI's Health and Wellness Segmentation
NMI's Health and Wellness Segmentation Overview
Gluten-Free Food/Beverage Consumer Segment Insights
Gluten-Free Dollars and Buying Households, by Segments
NMI's Health and Wellness Segment Profiles, at a Glance
Defining the Gluten-Free Food and Beverage User
Incidence of Strict vs. Non-Strict Gluten-Free Users
Gluten-Free Food/Beverage Consumer Profile
Average Household Income, by Key Groups
Incidence of Key Gluten-Free User Groups
Incidence of Strict Gluten-Free Usage, by Key Groups
Level of Recent Use of Gluten-Free Foods/Beverages, by Key Groups
Frequency of Use, by Key Groups
Length of Time Using, by Key Groups
Key Gluten-Free User Demographics
Health Attitudes, Needs and Behaviors
Healthy Lifestyle Attitudes
Commitment to Personal Health
Self-Healthcare Attitudes
Attitudes Regarding Toxins
Disease Prevention Concerns
Methods of Maintaining a Healthy Lifestyle
Methods of Maintaining a Healthy Lifestyle, by Segments
Supplements and Alternative Healthcare Usage
Management of Various Health Issues
Desires Within Healthy Food
Implications of Healthy Eating
Integration of Healthy Eating into Lifestyle
Desire for High-Protein and Fiber
Impact of Convenience on Healthy Food Choice
Desire for Less Processed Foods
Growth in Usage of Natural and Organic
Drivers of Food Selection
Desire for Healthy Ingredients
Importance of Inherently Nutritional Foods
Functional and Fortified Attitudes
Integration of Vegetarianism
Sweetener and Sugar Monitoring
Sweetener Usage
Artificial Sweetener Concerns
Pathways to Gluten-Free Food and Beverage Usage
Reasons for Initiating Use of Gluten-Free
Reasons for Initiation, Strict vs. Non-Strict Users
Reasons for Initiation, by Segments
Sources of Influence to Use Gluten-Free
Sources of Influence, Strict vs. Non-Strict Users
Sources of Influence, by Segments
Trusted Information Sources on Gluten-Free
Trusted Information Sources, Strict vs. Non-Strict Users
Nutrition, Ingredients and Benefits Sought from Gluten-Free Foods and Beverages
Health Beliefs about Gluten-Free Foods and Beverages
Foods and Beverage Purchase Drivers
Purchase Drivers, Heavy vs. Light Gluten-Free Users
Gluten-Free Food and Beverage Usage for Health Condition Management
Physician Recommendation of Gluten-Free and Compliance
Gluten-Free Use in Condition Management
FENCE SITTERS Usage of Gluten-Free for Condition Management
Gluten-Free Use in Disease Prevention
Gluten-Free Use for Disease Prevention, by Heavy Users
Belief in Gluten-Free as Health Issue Remedy
Gluten-Free Weight Loss Beliefs
Gluten-Free Weight Gain Beliefs
Gluten Digestion Beliefs
Management of Other Food Allergies
The Role of Health Practitioners in Longevity of Gluten-Free Diet
Physicians and Nutritionists Influence to Use Gluten-Free
Healthcare Recommendation of Gluten-Free for Condition Management
Compliance with Healthcare Recommendation to Use Gluten-Free
Frequency of Gluten-Free Food and Beverage Use
Longevity of Gluten-Free Food and Beverage Use
Gluten-Free Usage Barriers
Gluten-Free Usage Barriers, Heavy vs. Light Users
Features and Attributes That Will Drive Longevity in the Gluten-Free Market
Gluten-Free Features and Benefits, Importance vs. Satisfaction
Features and Benefits, Importance vs. Satisfaction among Heavy Users
General Knowledge and Attitudes about Gluten
Ability to Distinguish Naturally Gluten-Free Products
Attitudes about the Certified Gluten-Free Seal
Attitudes about the Government Setting Strict Gluten-Free Labeling Standards
Category Usage, Satisfaction, Opportunities and White Space
Usage of Gluten-Free Food and Beverage Product Categories, by Segments
Nielsen HomescanTM Gluten-Free Category Penetration, by Segments
Nielsen HomescanTM Gluten-Free Category Dollars Per Household
Cross-Usage of Gluten-Free Food and Beverage Categories
Frequency of Gluten-Free Food and Beverage Use, by Category
Satisfaction with Gluten-Free Categories, Among Users
Anticipated Repeat Purchase of Gluten-Free Categories
Desire for More Options within Gluten-Free Categories
Desire for More Specific Flavors in Gluten-Free Foods and Beverages
Preferred Location of Gluten-Free Within Grocery Store
Reasons for Lapsed Usage and Barriers to Entry
Reasons Why Non-Strict Users Don't Use Gluten-Free More Often
Desire for More Gluten-Free Recipes
Attitudes about Ability to be Gluten-Free in Restaurants
Reasons for Lapse in Gluten-Free Usage
Reasons for Never Using Gluten-Free Foods/Beverages
Lifestyle Characteristics/Beliefs
Level of Involvement in Exercise
Regular Participation in Various Activities
Organizational Membership
Monetary Donations to Various Organizations
Social and Environmental Concerns
Product Decision Influences and Channel Shopping
Product Influencers and Early Adopters
Sources of Influence on Food and Beverage Purchases
Package Label Influence and Monitoring
Awareness and Understanding of Green Seals
Eco-Friendly Packaging Attitudes
Alignment of Purchase Decisions with Sustainability Concerns
Online Involvement
Websites Visited Regularly
TV and Newspaper Media Consumption
Magazine Readership
Outlets Shopped for Healthy and Natural Products
Appendix: NMI's Health and Wellness Segmentation

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